TiVo-Proofing Commercials

TiVo owners don't want to watch commercials. Advertisers want to know how they can stop people from fast forwarding.

Brent Magid, of top research company Frank N. Magid Associates, tells Media Life Magazine advertisers need to fast forward through their own commercials to make sure their message can still leave an impression on a consumer even if it's being watched at super speed. Magid says advertisers also need to have images stay on the screen for longer periods of time instead of cutting from image to image.